Oracle Craft Beer Labels

Oracle Brewing Company had requested a series of three craft beer labels to be made, each inspired by a separate poem, by the late Theodore Roethke. My series of labels were selected out of many entires to be produced for a weeklong event in partnership with Saginaw Valley State University.

Image of Oracle Brewing Company Logo

Client

Oracle Crewing Company

Discipline

Packaging Design

Deliverables

3 Craft Beer Labels

Software

The Goal

My goal when creating these labels was to capture the essence and meaning of each poem while crafting a unique and visually interesting design. My goal was to create not just labels, but labels that held a story within themselves.

Image of the 3 produced beer can labels

Target Markets

Primary Market (60%): Craft beer enthusiasts. This demographic would typically fall around upper-middle class with disposable income. Typically male, but a strong female audience as well. Age would be around their late 20's on up.

Secondary Market (40%): Poetry and literature enjoyers. This demographic shares many qualities with the primary although it tends to lean more female dominate and age starting roughly around mid 40's.

Designing

Color

Each color was carefully selected with my target market and the desired overall feel in mind. I opted for a limited palette of warm tones to evoke a sense of coziness and warmth. These colors were chosen to convey the feeling of poetry, as I believe the warmth and comfort they provide mirror the experience of reading poetry.

#AA3F57

#FF8C42

#FFDE76

#F4EDE4

#000000

Typography

For typography, I chose a combination of a serif and a sans-serif font: Dreamboat and DIN Condensed Bold, respectively. These two fonts complement each other and ensure legibility, even at small sizes.

Din Condensed Bold

Final Label Designs

My Papa's Waltz Label
The Waking label
The Far Field label

Conclusion

Being selected in this competition has been one of the highlights of my graphic design career. It was incredibly rewarding to see my design selected and produced for the event. I believe my dedication to understanding the goal and analyzing the target market played a crucial role in my design being selected. This experience has fueled my passion for product design, and I look forward to creating more designs that make it to production in the future.

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